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明星的价值来源于运动场,在那里他们得到至高的荣誉和最大程度的认可,因此天然拥有与运动的紧密联系,这种联系在赋予明星更大号召力的同时,也限制了明星品牌发挥作用的范围。运动相关产品采用明星品牌可谓如鱼得水,而其他类产品采用明星品牌的效果则会打折扣。这也是目前明星品牌多出现在运动服装器材类产品上的主要原因,不论是先行者李宁、邓亚萍,还是后来者李小双、刘国梁,他们的目光也都不约而同地聚焦在运动相关产品上。
Star value comes from the playground, where they receive the highest honor and the highest degree of recognition, and therefore naturally have a strong connection with the movement, this link to give the star a greater appeal, but also limits the star brand play a role range. Sports-related products using the Star brand can be described as decent, and other types of products using the star brand’s effect will be discounted. This is also the main reason for the current star brand to appear in sportswear products. Whether it is the pioneer Li Ning, Deng Yaping, or later Li Xiaoshuang and Liu Guoliang, their eyes are also focused on sports-related products.